Digital Content Marketing and EWOM: A Mediational Serial Approach
Hasani Vjollca Visoka (vjollca.hasani@universitetiaab.com),
Zeqiri Jusuf (j.zekiri@seeu.edu.mk),
Todorovik Teodora (teodora.todorovik@leoron.com),
Jaziri Dhouha (dhouha.jaziri@fsegso.u-sousse.tn) and
Toska Asdren (at16851@seeu.edu.mk)
Additional contact information
Hasani Vjollca Visoka: Faculty of Economics, AAB University, Pristina, Kosovo
Zeqiri Jusuf: Faculty of Business and Economics, South East European University, Tetovo, North Macedonia
Todorovik Teodora: Faculty of Business and Economics, South East European University, Tetovo, North Macedonia
Jaziri Dhouha: Faculty of Economic Sciences and Management, University of Sousse, FsegSo, Cité Riadh, Sousse, Tunisia
Toska Asdren: Faculty of Business and Economics, South East European University, Tetovo, North Macedonia
Business Systems Research, 2023, vol. 14, issue 2, 24-43
Abstract:
Background In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention. Objectives This study aimed to explore the impact of digital content marketing on customer purchase intentions. Methods/Approach The study used Partial Least Square Structural Equation Modeling (PLS-SEM) to explore the hypothesised relationships between variables and the extent to which digital content marketing strategies influence purchase intention. Results The study’s findings highlighted that content marketing positively impacts electronic word of mouth, brand awareness, customer retention, and customer engagement. In contrast, the results revealed that content marketing does not directly impact purchase intentions. Conclusions The study’s results indicate that digital content marketing affects purchase intentions indirectly, primarily through customer engagement, brand awareness, customer retention, and electronic word of mouth. In essence, the complete impact of digital content marketing on purchase intention is realised through these indirect factors. The findings enrich the literature on digital content marketing and provide some practical implications for companies to invest more in this direction to improve their performance.
Keywords: Brand awareness; customer engagement; customer retention; digital content marketing; e-WOM; purchase intention (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:bit:bsrysr:v:14:y:2023:i:2:p:24-43:n:2
DOI: 10.2478/bsrj-2023-0010
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